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Dear,
As you have noticed, our newsletters contain each month 3 articles. Starting from this month, I'll propose you a single article. We will launch next month the official Facebook Fan page in which you will be able to find much more contents than in this newsletter (software tutorials and marketing advice in videos, quizzes, interactive areas, photos, etc). To have access to that, just click on the 'Fan' button.
As you understand, providing you with these high-quality contents takes time, which I will mainly take out from this newsletter. But the main advantage is that you will receive in your mailbox a newsletter with a more detailed article than before! Check it now with this one.
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The e-mailing in 2011 (part 1/2)
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| E-mail marketing, commonly known as 'e-mailing', is still the best e-marketing technique in terms of ROI. And yes, people are still willing to receive promotional emails! Don't believe the opposite is true because you receive 50 emails in your mailbox which are not targeted to you. |
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Before thinking about sending, think about your database
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First, let me ask a question to you: have you built up a relevant database? If you can't answer 'yes' to the following elements, start working on it! The success of your emailing campaigns are partly based on a clean database:
- Are all your contacts 'opt-in', meaning that they allowed you to contact them (crucial in B2C)? Also, don't buy emailing lists: they are usually not up-to-date and contain robot and trap email addresses.
- Are you offering an 'unsubscribe' link in order to decrease the amount of complaints (people who send your emails into their spam box)?
- Are you cleaning your database from time to time (deleting the hard-bounces which are the incorrect email addresses)?
Make sure you are ok with these 3 points and you will already see a huge improvement in your campaigns statistics.
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Preparing your emailing
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Segment your database
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The era of 'mass-mailing' is totally over, meaning that sending the same email to everybody is not the right thing to do anymore. Remember: people are still willing to receive emails, but only if they are targeted to them. For instance, why would you send an invitation to an endurance for beginners to all your customers? Or why would you like the men to receive an invitation to a Ladies night? Segmenting your database allows you to:
- increase your ROI
- send more emailings
- decrease the amount of unsubscribed and complains
- make your customers more satisfied
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Build your email
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| The next step is the preparation of your emailing. Here, you have to think about 2 things: the code and the contents.
Regarding the code, forget about stylesheets. Using a table is ok, but not a table in a table in another table. Also, repeat the font you use, the size, etc at the beginning of each paragraph.
When I'm talking about contents, I mean the text as well as the pictures. Never use a single picture with contents in there. Ever. You will immediately be identified as spam. You have to find the right balance between your text and images. Avoid spam-words.
Find the second part of this article in the newsletter of May 2011. I will explain the key factors of the opening rate and how to encourage your targeted users clicking in your email. I will also explain the ultimate trend in email marketing: the trigger email marketing.
www.sms-timing.com/services/emailing
Kind regards,
Benjamin
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